Wedding Fair

Wedding Fair

Award Winning Advertisment Campaign.

 

The Brief.

Our goal was to make the January 2015 Wedding Fair in Minneapolis/ St. Paul the biggest & best show yet for Twin Cities Wedding Association.  The challenge was real: competition was fierce, and the mass media budget had been reduced year-over-year to accommodate the need to add more of a Social Media presence.

 

The Plan.

We made a number of tactical changes compared to our previous shows which ended up delivering the “Perfect Promotional Storm”. The campaign delivered record breaking numbers and won the 2015 Bridal Show Producers International Radio Campaign of the Year.

Skills Used.

Media Planning: 100%
Media Buying: 80%
Promotional Planning & Execution: 70%

 

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How it went down.

 

#1: Increased Reach & Impact

We offered to give iHeart Radio in Minneapolis the majority of our radio dollars – if they would work with us to achieve our challenging goal. Among the changes made:

A.Reduced spend on KDWB (Top 40) – the #1 station in the market, which reaches literally 40% of our target audience. We had used KDWB for previous shows – including an endorsement by the most popular radio station personality in the market: morning show host Dave Ryan. Keeping this endorsement was critical.

B.We used the remaining dollars to purchase K102 (Country). This station is #3 for reaching our target demographic. We negotiated another morning show endorsement: Morning Show co-host Kia. By adding K102, we estimate we improved our reach to the target audience to 7 of every 10 women 25-34 in the market.

#2: Massive Frequency

We incorporated shorter commercial lengths – including “supporting” :15 and :05 commercials. Now, a woman who might have heard our advertisement one or two times during previous campaigns, heard it constantly leading up to the January show. We sampled a few show attendees – who confirmed this was the case.

#3: Save The Date Blitz

We added a “Save the Date” campaign the first week of 2015 – to alert couple who got engaged over the Holidays that THEE Wedding Fair was coming soon. The campaign included on-air commercials as well as a massive banner campaign on both radio stations.  WE saw immediate traffic to the website – and our earliest-ever wave of ticket sales.

Our Clients Are Our Best Advertisment

 

 

“We saw a dramatic increase in show attendance compared to our previous Media buyer. Their “forced frequency” formula absolutely works “

-Gary Swartz-
Twin Cities Wedding Association

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